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enAligning demographics is key when launching a new product through exisiting communitieshttp://wave.wavemetrix.com/content/aligning-demographics-key-when-launching-new-product-through-exisiting-communiti-00983
<p><b>Brands often introduce spin-off brands or new product variants among their existing online communities. This strategy is only successful if the current community is demographically aligned with the new product&rsquo;s target audience.</b></p>
<div>We&rsquo;ve investigated seven examples of brands introducing new products via existing Facebook communities, including: <a href="http://wave.wavemetrix.com/content/starbucks-drive-advocacy-its-new-refresher-linking-social-outdoor-marketing-00956">Starbucks&rsquo; new Refresha drink</a>, <a href="http://wave.wavemetrix.com/content/stella-artois-demonstrate-brand-alignment-key-when-launching-spin-brand-00918">Stella Artois&rsquo; new Cidre drink</a>, <a href="http://wave.wavemetrix.com/content/lynx-attract-women-first-female-product-risk-alienating-existing-male-fan-base-00883">Lynx&rsquo;s new For Her body spray,</a> <a href="http://wave.wavemetrix.com/content/new-diet-pepsi-positioning-drives-mixed-response-consumers-who-find-it-branding--00703">Diet Pepsi&rsquo;s skinny can</a>, <a href="http://wave.wavemetrix.com/content/mccain-high-profile-social-media-launch-gains-momentum-fans-eager-new-york-prize-00706">McCain&rsquo;s Rustic Oven Chips</a>, the <a href="http://wave.wavemetrix.com/content/nestle-s-milky-bar-re-launch-too-radical-target-market-00145">new Milky Bar kid</a> and <a href="http://wave.wavemetrix.com/content/consumers-reject-perrier-s-edgy-image-because-it-too-divorced-product-itself-00783">Perrier&rsquo;s saucy &ldquo;Club Perrier&rdquo; re-positioning</a>. The original Facebook fanbase of Stella, Lynx and Pepsi have been traditionally male, but the new Stella Cidre, Lynx For Her and Diet Pepsi are directed towards female consumers. Similarly, both the Perrier and Milky Bar re-positioning campaigns are misaligned with the age group of their current fanbase.</div>
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<div>WaveMetrix analysis shows that brands should avoid using existing communities to introduce new product or new branding if the target audience is different. The cases of Stella Artois, Lynx, Pepsi, Perrier and Milky Bar reveal that this approach can result in a negative reception among exisiting fans. In contrast, Starbucks and McCain generated a positive response as their new products were designed for a similar audience to their Facebook fans.</div>
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<div><b>Misaligned demographics between target audience and existing fanbase causes negativity:</b></div>
<div class="rtecenter"><b><img width="582" height="582" alt="Aligning demographics is key when launching a new product through exisiting communities" src="/sites/default/files/image/FMCG_demographics_analysis.jpg" /></b></div>
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<li><strong>McCain and Starbucks successfully introduce new products: </strong>Both brands used their exisiting Facebook community to launch new products, which their fans received very positively. This is because the McCain and Starbucks Facebook fans were also the target audience for the new products</li>
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<li><strong>Promoting products targeted at female consumers among a male community results in negativity:</strong> Diet Pepsi, Lynx For Her and Stella Artois Cidre received a mostly negative response. Either women are unengaged or male fans feel alienated. Creating a separate community, <a href="http://wave.wavemetrix.com/content/nivea-engage-men-around-staying-fresh-summer-dedicated-facebook-page-00964">as Nivea have with their Nivea For Men page</a>, can yield better results</li>
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<li><strong>New positionings misaligned with fans' age group can cause a negative response: </strong>Perrier fans found the &quot;steamy&quot; videos &quot;inappropriate&quot; for the audience, whilst nostalgic Milky Bar fans felt that introducing a new Milky Bar Kid was &quot;too radical&quot;</li>
</ul>http://wave.wavemetrix.com/content/aligning-demographics-key-when-launching-new-product-through-exisiting-communiti-00983#commentsFacebookFMCGLynxMcCainMilky BarNestleNiveaPerrierStarbucks. PepsiStellaLearning from consumersFMCG/CPGIndustryThemesThu, 13 Sep 2012 13:14:35 +0000Leonie Bulman983 at http://wave.wavemetrix.comNestle’s Milky Bar re-launch is too radical for target markethttp://wave.wavemetrix.com/content/nestle-s-milky-bar-re-launch-too-radical-target-market-00145
<p><span style="font-size: 12pt; line-height: 115%;">Nestle has re-invented the Milky Bar Kid as part of an integrated campaign to promote its new Milky Bar raisin and nut.</span></p>
<div><span style="font-size: 12pt; line-height: 115%;">The <a href="http://www.youtube.com/watch?v=1UFFffQM5Ns&amp;feature=related">campaign</a> calls to adults, or &lsquo;kidults&rsquo; as the brand calls them, to audition online to be the next Milky Bar kid. The videos are then uploaded to the brand&rsquo;s <a href="http://www.milkybar.co.uk/Home.aspx">website</a> and to <a href="http://www.youtube.com/watch?v=f0GYV14FY1E&amp;feature=related">YouTube</a>. As part of the campaign, Nestle have also set up a <a href="http://www.facebook.com/#%21/milkybar?ref=ts">Facebook</a> and <a href="http://twitter.com/MilkybarRB">Twitter</a> page for the Milky Bar brand. </span></div>
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<div><span style="font-size: 12pt; line-height: 115%;">Our analysis shows that the campaign&rsquo;s target audience, people who remember the classic Milky Bar kid, react negatively to such a radical re-invention of a campaign and product that they regard as a &ldquo;childhood relic&rdquo;. </span></div>
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<div><span style="font-size: 12pt; line-height: 115%;">The reaction from consumers who do not remember the original campaigns is more positive. We also show that consumers are more positive towards the product than they are toward the campaign.</span></div>
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<div class="rtecenter"><span style="font-size: 12pt; line-height: 115%;"><img width="450" height="450" src="/sites/default/files/image/Milky%20Bar%20-%20old%20vs%20new(3).jpg" alt="Original fans are more negative" /><br />
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<li><b><span style="font-size: 12pt; line-height: 115%;">Consumers who remember the classic Milky Bar adverts are negative toward the new ones: </span></b><span style="font-size: 12pt; line-height: 115%;">Consumers say that the Milky Bar kid is a &ldquo;relic&rdquo; of their childhood and do not like it being tampered with. One says that Nestle are &ldquo;tainting our purest childhood memories&rdquo; by re-launching the Milky Bar kid. Others ask &ldquo;whatever happened to little blonde Welsh kids?&rdquo; and suggest that having the &ldquo;previous Milky Bar kid&rdquo; audition for the role would be better</span></li>
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<div class="rtecenter"><span style="font-size: 12pt; line-height: 115%;"><img width="600" height="450" src="/sites/default/files/image/Milky%20Bar%20-%20nostalgic.jpg" alt="Nostalgic reaction" /><br />
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<li><b><span style="font-size: 12pt; line-height: 115%;">The campaign generates high levels of nostalgic discussion: </span></b><span style="font-size: 12pt; line-height: 115%;">Consumers discuss the campaign and the new product in nostalgic terms saying that Nestle should &ldquo;not mess with something that isn&rsquo;t broken&rdquo;. One poster comments that he will not be trying the new Milky Bar as the old one is a &ldquo;gustatory comfort blanket&rdquo; and he &ldquo;doesn&rsquo;t want it to grow up&rdquo;. Another agrees that she &ldquo;doesn&rsquo;t understand the logic of introducing an adult version of the Milky Bar&rdquo; because &ldquo;everyone remembers the classic one so fondly&rdquo;</span></li>
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<li><b><span style="font-size: 12pt; line-height: 115%;">Some consumers find the campaign entertaining: </span></b><span style="font-size: 12pt; line-height: 115%;">Some posters say that the videos on the brands website are &ldquo;hilarious&rdquo; and comment that &ldquo;the Ungrow Up idea is really nice&rdquo;. Others comment on the TV advert, saying that the idea is &ldquo;genius&rdquo;</span></li>
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<li><b><span style="font-size: 12pt; line-height: 115%;">The characters featured in the TV advert generate a lot of discussion: </span></b><span style="font-size: 12pt; line-height: 115%;">In particular, people comment on the ethnicity of one of the Milky Bar kids featured in the advert and on billboards. Some people say that &ldquo;having a black Milky Bar kid makes no sense&rdquo; and that Nestle are being &ldquo;sensationalist&rdquo;</span></li>
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<div><span style="font-size: 12pt; line-height: 115%;">Where the campaign generates discussion of the new product, consumers are much more positive toward the new Milky Bar than they are to the campaign:</span></div>
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<div class="rtecenter"><span style="font-size: 12pt; line-height: 115%;"><img width="450" height="450" src="/sites/default/files/image/Milky%20Bar%20-%20product%20discussion%20more%20positive.jpg" alt="Product discussion is more positive" /><br />
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<li><b><span style="font-size: 12pt; line-height: 115%;">Consumers discuss the new Milky Bar product in a more positive way: </span></b><span style="font-size: 12pt; line-height: 115%;">People who have tried the product comment positively about the taste. They think that white chocolate and raisins are the &ldquo;perfect combination&rdquo; due to the &ldquo;mix of textures&rdquo; and that it is like a &ldquo;more sophisticated version of Cadbury&rsquo;s fruit and nut&rdquo;</span></li>
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<p>&nbsp;</p>http://wave.wavemetrix.com/content/nestle-s-milky-bar-re-launch-too-radical-target-market-00145#commentsFacebookMilky BarNestleSocial media campaignTraditional campaignUKLearning from consumersFMCG/CPGTwitterYouTubeMon, 09 Aug 2010 09:25:11 +0000Ben Rogers145 at http://wave.wavemetrix.com